1. Store Design
Lecture 6
www.bradford.ac.uk/management

2. Lecture Objectives
• To explore how store design can influence
the shopper’s patronage decisions
• To define how store design creates a
controlled environment for the shopper
• To define the ambient, social and design
dimensions of the store environment

3. Baker’s framework (1986)
• Three critical dimensions
– Design
• Architecture
• Layout
• Display
– Social
• Low, moderate, high contact
– Ambient
• Atmospheric dimensions

4. Mehrabian-Russell Model (1974)
PLEASURE
Environmental
Stimuli
APPROACH
Behavior
AROUSAL
AVOIDANCE
Behavior

5. Elaboration Likelihood Model
Developed by Petty and Cacioppo (1986)
• Cognitive Responses to promotional stimuli
• ELM adds an extra level of detail to MR
Model

6. The store environment
• Convenience
• Attractiveness
• Design as a means of achieving image
differentiation
• Now a key element in the competition
between physical and electronic shopping
alternatives
• Focus on the experience

7. The Design Element
Concerns the control of more tangible
(foreground) elements of a store’s interior
to create appropriate shopping
environment for target shoppers.
Design Fit ?
Prototype Method
Simulation-CAD
Laboratory Testing

8. Store design and atmosphere
• Extension of advertising and promotion
• Why is design important:
– Pleasant shopping experience
– Convey messages about price, quality, service, values etc
– Reinforce brand name(s)
• New ideas:
– Retail theatre
– Feng Sui
• Design should take account of :
–
–
–
–
branding and positioning,
customer flow, space utilisation, access, IT infrastructure
flexibility, safety and security
Store atmosphere: sight, sound, smell and touch

9. Store Design
•
•
•
•
Style (Image)
Architecture
Layout
Display

10. Architecture
Store exterior
Size ( parameters of operation)
Outward appearance
Packaging

11. Layout
• Total Selling Space segregation
• Master plan upon which other elements of
store’s design are based.

12. The Grid Pattern Layout

13. Grid Layout
• Advantages
high degree of traffic control
high traffic capacity
high assortment exposure
space utilization
low effective cost
High volume low involvement retailer

14. The Free-Flow Layout

15. Free-flow Layout
• Advantages
easy access to all parts of store
enhanced shopping experience
ability to provide customer service
High street shop design

16. The Boutique Layout

17. Boutique Layout
• Advantages
compromise between store experience and efficiency
moderate shopping experience
moderate ability to provide customer service
moderate levels of traffic control, traffic capacity and space
utilization
Shop within a shop

18. The Racetrack Layout

19. The Features of Three Generic
Store Layouts

20. Display
•
•
•
•
•
Open
Themed
Lifestyle
Co-ordinated/Project
Classification Dominance
Display Location

21. The Social Element
The Ambient Element

22. The Five Atmospheric
Dimensions

23. Summary of the Atmospheric
Effects of Music

24. The Inverted ‘U’ Curve

25. Summary
• Store design is a key in supporting brand
values and proposition
• It is also key to maximising sales potential
• BALANCE IS KEY
shopper
satisfaction
Store efficiency